Cuba Travel Network

Cuba Travel Network

Since 2002, Cuba Travel Network has been the premier provider of fully-guided and flexible tours in Cuba. Widely popular amongst European vacationers, the company sought to increase its market share from US travelers.

To convey the excitement of traveling to Cuba, Spherical’s content team produced its “Dispatch from Cuba” series. Here, we introduced prospective US travelers to Cuba through the eyes of bloggers, photographers and tastemakers, whom we interviewed after their visits.

"With rising popularity and interest in travel to Cuba, our main social objectives included raising awareness to let people discover the brand, increasing leads and sessions to the website, and ultimately driving online sales to inspire people to book their next trip with Cuba Travel Network. We met these objectives through establishing a visual brand identity that authentically highlighted the various tours, hotels, and destinations that Cuba Travel Network has to offer.

To gain additional exposure and awareness around various tour packages offered, we collaborated with select influencers to travel to Cuba. The influencers posted to their own accounts, driving a huge increase in Cuba Travel Network’s Instagram following. They also created content for Cuba Travel Network to use on its owned channels, showcasing the company’s tour package offering in ways that are shareable and likeable to an American audience."

Impact

Spherical sourced and negotiated with two influencers - Jordan Taylor Wright (419k followers) and Sam Kolder (314k followers) - to travel to Cuba for seven days on Cuba Travel Network’s Best of the West tour package. The influencers posted to their own accounts, driving a significant increase in Cuba Travel Network’s Instagram following. They also created content for Cuba Travel Network to use on its owned channels, showcasing the company’s tour package offering in ways that are shareable and likeable to an American audience.